mktg€¦ · marketing strategy varies according to the level of involvement with the product. high...
TRANSCRIPT
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MKTG
Designed by
Amy McGuire, B-books, Ltd.
Prepared by
Dana Freeman, B-books, Ltd.
Lamb, Hair, McDaniel
6CHAPTERConsumer
Decision Making
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Consumer Behavior
Consumer
Behavior
Processes a consumer uses to
make purchase decisions, as
well as to use and dispose of
purchased goods or services;
also includes factors that
influence purchase decisions
and the product use.
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Why understand the consumer?
Consumer product and service preferences are constantly changing
Marketing managers must carefully study how the consumer behaves as it relates to their product/service
Understanding how a consumer makes a purchase can help develop a desirable marketing mix
Product
Price
Promotion
Placement
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Consumer
Decision-Making Process
A five-step process used
by consumers when
buying goods or services.
Consumer
Decision-Making
Process
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Consumer Decision-Making Process
PostpurchaseBehavior
Purchase
Evaluation of Alternatives
Information Search
Need Recognition
Cultural, Social, Individual and Psychological
Factors affect
all steps
Marketing
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The Case of Buying a New Car
Ms. Goodman has been
teaching at City College
for ten years.
She commutes every
day, (and two times on
Monday), from North
Bay.
She currently owns a
Buick convertible which
gets horrible gas
mileage. (too cold to
drive in SF with the top
down)
The lease is up on her
car in one month, and
she has decided it is
time to get a new one.
Debbie, her running
buddy, suggested that
she consider a hybrid,
because they get great
gas mileage.
Her husband thinks it is
time to drive something
more practical and can
hold her three boys.
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Need Recognition
Result of an imbalance between
actual and desired states.
Need
Recognition
The new way that a
consumer addresses
the need
Want
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Need Recognition
Marketing helps consumers recognize
an imbalance between
present status and preferred state.
Present
Status
Preferred
State
Triggered when a consumer is exposed to either an internal or external stimulus
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NEEDS
Internal Stimuli – Occurrences you experience
I’m hungry
I’m thirsty
My socks are not white
I’m getting married
I have a cold
My 16 year old just got a drivers license and wants the car
External – Influences from the outside
Package Design
Ads/brand name
Recommendation from a friend
Friend recommendations
Car dealerships in the mall
Online search
Trend toward driving an electric car
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Need Recognition
Lease is up
Gas Mileage
Room for the three boys
Never have the top down
Image
Cost
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Recognition of
needs and wants
◆ When a current product isn’t performing properly
◆ When the consumer is running out of a product
◆ When another product seems superior to the one currently used
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After
recognizing
a need,
customers
search
for
information
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Information Search
• Internal Information Search
• External Information search
Two sources to search for information
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Internal Search
Recall information stored in memory
Scanning one’s memory to recall previous experiences with products or brands.
Sufficient for frequently purchased products.
Knowing enough about the product/service to feel confident in purchase decision
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External Search
When past experience or knowledge is insufficient
Risk of making a wrong purchase decision is high
Personal sources, such as friends and family.
Public sources, including various product-rating organizations such as Consumer Reports.
Marketer-dominated sources, such as advertising, company websites, and salespeople
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Information Search Internal Information Search
Hondas and Toyotas get great gas mileage
Prius has a new roomy model (because my friend drives one)
Nissan Leaf I have heard advertised
Lease another convertible for a good deal
Been in Debbie’s Honda hybrid Insight is nice
Tesla would give me the image I’m looking for
External Information Search
Educate about hybrid/electric cars
Consumer reports source
Internet has a ton of information about hybrids
Ask Charlie, because he drive an electric
Start paying attention to hybrid car ads/showroom
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External Information Searches
Need More
Information
More Risk Less knowledge
Less product experienceHigh level of interestLack of confidence
Less Risk More knowledge
More product experienceLow level of interest
Confidence in decision
Need Less
Information
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Evaluation of Alternatives to Make a Choice
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Evoked Set
Group of brands, resulting from
an information search, from
which a buyer can choose
Evoked Set
PostpurchaseBehavior
Purchase
Evaluation of Alternatives
Information Search
Need Recognition
Cultural, Social, Individual and Psychological
Factors affect
all steps
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Evaluation of Alternatives and Purchase
Evoked Set
Purchase!
Analyze product attributes
Rank attributes byimportance
Use cutoff criteria
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Analyzing Product Attributes
The goal of the marketing manager is
to determine which attributes have the
most influence on a consumer’s
choice and design a marketing mix
that stresses those attributes to the
consumer.
Fuel Efficiency
Size/horsepower
Performance
Entertainment features
Navigation features
Safety
Appearance & Comfort
Reliability
Affordability
Energy Efficiency
Versatility
Pro-environmentalist
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Analyze Product Attribute
Attribute Rank Scale 1 - 10
Size/Horsepower
Performance
Entertainment
Navigation
Reliability
Safety
Affordability
Energy Efficiency
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Use Cut-Off
Criteria
Gas mileage (60 MPG)
Size
Cost (under $40,000)
Reliability
Entertainment features
Cute and Sporty
Navigation features
Environment
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Ranking of attributes by importance
1. Gas mileage
2. Sporty & cute
3. Size
4. Navigation
features
5. Entertainment
features
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Toyota`s hybrid market has been segmented according to the buyers behavior
Buyers who are pro
environmentalists
Buyers who want
great gas mileage -
-an estimated 50
miles per gallon .
Sexy, cute, sporty,
fun
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Marketers job: determine product attribute analysis
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Billboard
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Prius Driving Blog & News
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PriusChat
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Instagram mom
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Purchase
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Purchase
To buy or not to buy...
Ultimately, the consumer has to decide whether to
buy or not buy.
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Purchase
1. Whether to buy
2. When to buy
3. What to buy (Product type and brand)
4. Where to buy (type of retailer, specific retailer, online or in store)
5. How to pay
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When buying products, customers expect certain outcomes from the purchase
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Cognitive Dissonance
Cognitive
Dissonance
Inner tension that a
consumer experiences after
a recognizing an
inconsistency between
behavior and value or
opinions.
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Consumers can reduce dissonance by:
◆ Seeking information that reinforces positive
ideas about the purchase
◆ Avoiding information that contradicts the
purchase decision
◆ Revoking the original decision by returning
the product
Marketing can minimize through:Effective Communication
Follow-upGuaranteesWarranties
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When buying products, customers expect certain outcomes from the purchase
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Types of consumer
buying decisionsCustomer Involvement
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Consumer Buying Decisions
and Consumer Involvement
MoreInvolvement
LessInvolvement
RoutineResponseBehavior
LimitedDecisionMaking
ExtensiveDecisionMaking
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Routine Response Behavior
Little involvement in selection process
Frequently purchased low cost goods
May stick with one brand
Buy first/evaluate later
Quick decision
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Limited Decision
Making
Low levels of involvement
Low to moderate cost goods
Evaluation of a few alternative brands
Short to moderate time to decide
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Extensive Decision Making
◆ High levels of involvement
◆ High cost goods
◆ Evaluation of many brands
◆ Long time to decide
◆ May experience cognitive dissonance
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Continuum of Consumer Buying Decisions
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Five factors determining the level of involvement
1. Previous experience with the product
2. Interest
3. Perceived risk of negative consequences
4. Financial risk
5. Social risk
6. Psychological risk
7. Psychological visibility
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Not All Involvement Is The Same
Enduring Involvement
Emotional Involvement
Situational Involvement
Shopping Involvement
Product Involvement
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Marketing strategy varies according to the
level of involvement with the product.
High Involvement
Extensive and informative promotions
Highlight benefits and advantages for owning the product
Explain uses, customizable, unique
Low Involvement
Remember consumers may not know they need, until in the store
In-store promotions important
Package design eye-catching, easy to read, recognized
Coupons, cent-off deals, 2-for-1 to incent trial
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63Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Exhibit
MKTG11 | CH6
6.4 Factors That Affect the Consumer
Decision Journey
LO 5
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64Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. MKTG11 | CH6
Subculture and Social Class
• Subculture: Homogeneous group of people who share elements of the overall culture as well as cultural elements unique to their own group
• Social class: Group of people in a society • Considered nearly equal in status or community
esteem
• Regularly socialize among themselves both formally and informally
• Share behavioral norms
LO 6
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65Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Exhibit
MKTG11 | CH6
6.5 U.S. Social Classes
LO 6
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Impact of Social Class on Marketers
• Social class indicates which medium to use for advertising
• Knowing what products appeal to which social classes help marketers determine where to best distribute their products
LO 6
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Social Influences
Reference groups Opinion leaders
Family members
LO 7
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Exhibit
MKTG11 | CH6
6.6 Types of Reference Groups
LO 7
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Individual Influences
Gender Age Life cycle
Personality Self-concept Lifestyle
LO 8
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Psychological Influences
Perception Motivation
Learning
LO 9
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KEY TERMS
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• Consumer behavior
• Value
• Perceived value
• Utilitarian value
• Hedonic value
• Consumer decision-making process
• Need recognition
• Want
• Stimulus
• Internal information search
• External information search
• Nonmarketing-controlled information source
• Marketing-controlled information source
• Evoked set (consideration set)
• Cognitive dissonance
• Involvement
• Routine response behavior
• Limited decision making
• Extensive decision making
• Showrooming
• Culture
• Subculture
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KEY TERMS
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• Social class
• Reference group
• Primary membership group
• Secondary membership group
• Aspirational reference group
• Norm
• Nonaspirational reference group
• Opinion leader
• Socialization process
• Separated self-schema
• Connected self-schema
• Personality
• Self-concept
• Ideal self-image
• Real self-image
• Perception
• Selective exposure
• Selective distortion
• Selective retention
• Motive
• Maslow’s hierarchy of needs
• Learning
• Stimulus generalization
• Stimulus discrimination
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SUMMARY
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• Consumers follow the consumer decision-making process while making a purchase
• Consumer decisions fall under a continuum of three categories
• Marketers are reconceptualizing the consumer decision-making process
• Consumers seek out the opinions of others to reduce their search and evaluation effort
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76Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. MKTG11 | CH6
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End
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Culture and Values
Culture
Set of values, norms, attitudes,
and other meaningful symbols
that shape human behavior and
the artifacts, or products, of
that behavior as they are
transmitted from one
generation to the next.
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Culture is. . .
Learned
Functional
Pervasive
Dynamic
5
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Subculture
Subculture A homogeneous group
of people who share elements
of the overall culture as well as
unique elements of their own
group.
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Social Class
Social Class
A group of people in a society who
are considered nearly equal in
status or community esteem, who
regularly socialize among
themselves both formally and
informally, and who share
behavioral norms.
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Social Class Measurements
Wealth
Other Variables
Income
Education
Occupation
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The Impact of Social Class on
Marketing
◆ Indicates which medium to use
for advertising
◆ Helps determine the best
distribution for products
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Factors that Affect Consumer
Decision-Making Process
Social Influence
Reference Groups
Opinion leaders
Family
Cultural Factors
Culture & Values
Subculture
Social Class
Individual FactorsGender
Age and family life cycle stage
Personality
Self-concept
Lifestyle
Psychological Factors
Perception
Motivation
Learning
Beliefs & Attitudes
CONSUMER DECISION-MAKING PROCESS
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Social Influences
Reference Groups
Opinion Leaders
Family Members
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Reference Group
A group in society that
influences an individual’s
purchasing behavior.
Reference Group
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Types of Reference Groups
Reference Groups
Direct Face-to-Face
membership
Primary: small, informal group
Secondary: large, formal group
Indirect Nonmembership
Aspirational Group that
someone would like to join
Nonaspirational Group with
which someone wants to avoid being identified
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Reference Groups - Direct
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Indirect- nonmembership
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What Makes UGG Boots so
popular?
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Influences of Reference Groups
◆ They serve as information sources and influence
perceptions.
◆ They affect an individual’s aspiration levels.
◆ Their norms either constrain or stimulate
consumer behavior.
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Opinion Leaders
An individual who influences
the opinion of others.
Opinion Leaders
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…are the first to try new products
and services out of pure curiosity.
…can be challenging to locate.
Marketers are increasingly using
blogs, social networking, and other
online media to determine and attract
opinion leaders.
Opinion Leaders…
6
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Family
◆ Initiators
◆ Influencers
◆Decision Makers
◆Purchasers
◆Consumers
Purchase Process Roles
in the Family
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Individual Influences
GenderAge
Life Cycle
PersonalitySelf-
Concept Lifestyle
7
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Age and Family Life Cycle Stage
Consumer tastes in food, clothing, cars, furniture, and recreation are often age related.
Marketers define target markets according to life cycle stages such as “young singles” or “young married with children.”
7
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Personality, Self-Concept, and
Lifestyle
Personality combines
psychological makeup and
environmental forces.
Human behavior depends
largely on self-concept.
Self-concept combines ideal
self-image real self-image.
7
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Psychological Influences
Perception
Motivation
Learning
Beliefs & Attitudes
8
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end
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Perception
Selective Exposure
SelectiveDistortion
Selective Retention
Consumer notices certain stimuli and ignores others
Consumer changes or distorts information that conflicts
with feelings or beliefs
Consumer remembers only that information that
supports personal beliefs
104
8
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Marketing Implications
of Perception
Important attributes
Price
Brand names
Quality and reliability
Threshold level of perception
Product or repositioning changes
Foreign consumer perception
Subliminal perception
8
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Types of Learning
Experiential
Conceptual
An experience changes behavior
Not learned through direct experience
8
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Identify and
understand the
individual factors
that affect consumer
buying decisions
Individual Influences on
Consumer Buying Decisions